Ad of the Day: Hyundai

Film buffs who happen to catch the new spots for the Hyundai Azera premiering during this Sunday's Oscars telecast might think the car manufacturer (which happens to be the official automotive sponsor of the awards show) is blatantly ripping off indie director Wes Anderson. As it turns out, Anderson himself directed the commercials, which isn't too surprising, given his general willingness to lend his filmmaking abilities to a number of brands (past collaborations have included American Express, Stella Artois, AT&T and Ikea, to name a few).

In "Talk to My Car," the nostalgia-happy Anderson hypes the 2012 Azera's "bluelink" technology via a pastiche of pop culture's most famous voice-responsive vehicles (there's a Chitty Chitty Bang Bang-esque flying contraption, an underwater car straight out of The Spy Who Loved Me, and a take on Knight Rider's KITT) plus a heavy bit of personal touch (there's enough corny visual effects and obsessive symmetry to make your head explode). Bluelink doesn't actually allow your car to shoot through space, but it does let you make a dinner reservation by simply asking.

"Modern Life," which shows a mother delaying re-entry into the insanity of her home by relaxing in her luxurious Hyundai, is a bit less telltale Anderson but still uses enough of the auteur's signature camera movements, '70s-tinged art direction, and painstakingly controlled chaos to place it a step above your average car ad. While Anderson's Oscar-watching fans will see the spots as a clear wink to film buffs, they're not so esoteric that they won't hold up for months after the final award is handed out.

Film buffs who happen to catch the new spots for the Hyundai Azera premiering during this Sunday's Oscars telecast might think the car manufacturer (which happens to be the official automotive sponsor of the awards show) is blatantly ripping off indie director Wes Anderson. As it turns out, Anderson himself directed the commercials, which isn't too surprising, given his general willingness to lend his filmmaking abilities to a number of brands (past collaborations have included American Express, Stella Artois, AT&T and Ikea, to name a few).

In "Talk to My Car," the nostalgia-happy Anderson hypes the 2012 Azera's "bluelink" technology via a pastiche of pop culture's most famous voice-responsive vehicles (there's a Chitty Chitty Bang Bang-esque flying contraption, an underwater car straight out of The Spy Who Loved Me, and a take on Knight Rider's KITT) plus a heavy bit of personal touch (there's enough corny visual effects and obsessive symmetry to make your head explode). Bluelink doesn't actually allow your car to shoot through space, but it does let you make a dinner reservation by simply asking.

"Modern Life," which shows a mother delaying re-entry into the insanity of her home by relaxing in her luxurious Hyundai, is a bit less telltale Anderson but still uses enough of the auteur's signature camera movements, '70s-tinged art direction, and painstakingly controlled chaos to place it a step above your average car ad. While Anderson's Oscar-watching fans will see the spots as a clear wink to film buffs, they're not so esoteric that they won't hold up for months after the final award is handed out.